Thanks for inviting me!<br />MARTIN RUETER GRI, CRS<br />President<br />Weichert Real Estate Affiliates, Inc.<br />
Deep roots…<br />SOBGSOBGGNOBHOBBOB<br />COB<br />Charles W. Rueter<br />“The Man on the Spot”<br />
1961<br />
A business worth owning today?<br />
A career worth having today?<br />Going down!<br />
A bright future?<br />
Are we next?<br />
Is our service desired?<br />Why do customers call us?<br />Do we meet their expectations?<br />Every time?<br />Are we st...
Does our value match our price?<br />People in real estate say the same thing.<br />How are you different? <br />Are you r...
The same tools and resources<br /><ul><li>MLS
  Internet
  Media
  Technology
  Accolades
  Community data
  Promotional strategy</li></ul>A more level playing field<br />
Everyone has a Brand.<br />Every brand acquires adjectives.<br /><ul><li>Image
 Reputation
 Appeal
 Durability</li></ul>Whether correct or not…<br />
What’s underneath?<br />
Are cosmetic changes enough?<br />
Beliefs…<br />“All of us have the agents we deserve.”<br />“There’s no such thing as bad business, there’s only bad manage...
Things have changed.<br />
Emboldened consumers…<br />
Desperate housewives?<br />“They’re willing to throw in their kidneys.”<br />
Too much money down…<br />
Free fall…<br />
A topsy-turvy world…<br />“I don’t think we’re in Kansas anymore!”<br />
New, different customers<br />	The generation gap in real estate is widening.<br />
247 million             <br />real estate websites!<br />
Generation Text!<br />
A different kind of agent…<br />
Empty cubicles…<br />
In search of customers…<br />How do we keep consumers using us?<br />
In search of professionalism…<br />WE MUST…<br />Elevate our expertise.<br />Do more.<br />Become trusted advisors.<br />R...
In search of service…<br />Relocation   Mortgage   Title   Insurance   <br />Home Protection   Home Connections<br />RELEV...
In search of systems…<br />Systems ensure that what needs to be done gets done consistently for every customer by every ag...
The E-Myth     Michael Gerber<br />Rather than relying on the skills of great people, the business empowers ordinary peopl...
<ul><li>Systems drive the business.
People drive the systems.
Great leaders drive the people.</li></ul>It takes all three.<br />
“Three Crises”<br />Purpose<br />Profitability<br />Leadership<br />
Crisis of Purpose<br />VISION <br />GOALS<br />EXECUTION<br />
Who’s our customer?<br />We have too long focused on the agent as our primary customer. <br />The consumer should be param...
Agent Centric<br />Consumer<br />Agent<br />Broker<br />Are you adhering to an outdated business model?<br />
Consumer Centric<br />Broker<br />Agent<br />Consumer<br />The office becomes the agent’s “personal assistant.”<br />The o...
Personal Marketing<br />How many versions of your office are out there?<br />I am the greatest!<br />
Egos bigger than a house!<br />
“We’re just looking…”<br />How many versions of your office are out there?<br />
Crisis of Profitability<br />“You never go broke taking a profit.”<br />            ~William H. Rueter<br />“Marty, you ha...
Staying in business<br />For the past five years, staying in business has <br />	been our main priority.<br />	We’ve adapt...
We’ve adapted.<br />
We’ve slashed and burned!<br />Office expenses at 2000 levels.<br />
We became salesmen again.<br />
Are you building an asset?<br />You can cut costs to achieve profitability.<br />But you can’t cut costs to achieve prospe...
Get back to GROWING!<br /><ul><li>Recruiting
Training/Coaching
More Company Leads
Manage every one until they buy or die!
Ancillary Services </li></li></ul><li>A business worth owning?<br /><ul><li>Profit is essential in creating value and wealth.
Profit is measured minus the broker’s personal sales.
Profit also considers the cost of managing the business.
Value of business is a multiple of the adjusted profit.</li></li></ul><li>Profit is not a four letter word.<br />Increase ...
More leads
Higher productivity
Ancillary income</li></ul>Manage the middle line<br /><ul><li>Escalating splits
Rolling quarter averaging
Company vs. agent generated</li></ul>Contain expenses<br />
Crisis of Leadership<br />
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Leading Success: Gaining Relevancy & Profitability Through Leadership

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Leading Success: Gaining Relevancy & Profitability Through Leadership
Marty Rueter, President
Weichert Real Estate Affiliates, Inc.

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Transcript of "Leading Success: Gaining Relevancy & Profitability Through Leadership"

  1. 1. Thanks for inviting me!<br />MARTIN RUETER GRI, CRS<br />President<br />Weichert Real Estate Affiliates, Inc.<br />
  2. 2. Deep roots…<br />SOBGSOBGGNOBHOBBOB<br />COB<br />Charles W. Rueter<br />“The Man on the Spot”<br />
  3. 3. 1961<br />
  4. 4. A business worth owning today?<br />
  5. 5. A career worth having today?<br />Going down!<br />
  6. 6. A bright future?<br />
  7. 7. Are we next?<br />
  8. 8. Is our service desired?<br />Why do customers call us?<br />Do we meet their expectations?<br />Every time?<br />Are we structured for service?<br />RELEVANCY<br />
  9. 9. Does our value match our price?<br />People in real estate say the same thing.<br />How are you different? <br />Are you really better?<br />Why should I list with you or work for you?<br />
  10. 10. The same tools and resources<br /><ul><li>MLS
  11. 11. Internet
  12. 12. Media
  13. 13. Technology
  14. 14. Accolades
  15. 15. Community data
  16. 16. Promotional strategy</li></ul>A more level playing field<br />
  17. 17. Everyone has a Brand.<br />Every brand acquires adjectives.<br /><ul><li>Image
  18. 18. Reputation
  19. 19. Appeal
  20. 20. Durability</li></ul>Whether correct or not…<br />
  21. 21. What’s underneath?<br />
  22. 22. Are cosmetic changes enough?<br />
  23. 23. Beliefs…<br />“All of us have the agents we deserve.”<br />“There’s no such thing as bad business, there’s only bad management.”<br />
  24. 24. Things have changed.<br />
  25. 25. Emboldened consumers…<br />
  26. 26. Desperate housewives?<br />“They’re willing to throw in their kidneys.”<br />
  27. 27. Too much money down…<br />
  28. 28. Free fall…<br />
  29. 29. A topsy-turvy world…<br />“I don’t think we’re in Kansas anymore!”<br />
  30. 30. New, different customers<br /> The generation gap in real estate is widening.<br />
  31. 31. 247 million <br />real estate websites!<br />
  32. 32. Generation Text!<br />
  33. 33. A different kind of agent…<br />
  34. 34. Empty cubicles…<br />
  35. 35. In search of customers…<br />How do we keep consumers using us?<br />
  36. 36. In search of professionalism…<br />WE MUST…<br />Elevate our expertise.<br />Do more.<br />Become trusted advisors.<br />RELEVANCY<br />
  37. 37. In search of service…<br />Relocation Mortgage Title Insurance <br />Home Protection Home Connections<br />RELEVANCY<br />
  38. 38. In search of systems…<br />Systems ensure that what needs to be done gets done consistently for every customer by every agent.<br />Systems never forget!<br />RELEVANCY<br />
  39. 39. The E-Myth Michael Gerber<br />Rather than relying on the skills of great people, the business empowers ordinary people to perform in extraordinary ways. The System runs the business. The people run the systems.<br />If you can build a business that works and thrives without you, you have put yourself in control of both your business and your life. On the other hand, if your business depends on you, you don’t own a business – you have a job.<br />
  40. 40. <ul><li>Systems drive the business.
  41. 41. People drive the systems.
  42. 42. Great leaders drive the people.</li></ul>It takes all three.<br />
  43. 43. “Three Crises”<br />Purpose<br />Profitability<br />Leadership<br />
  44. 44. Crisis of Purpose<br />VISION <br />GOALS<br />EXECUTION<br />
  45. 45. Who’s our customer?<br />We have too long focused on the agent as our primary customer. <br />The consumer should be paramount.<br />Most offices still follow a flawed agent-centricbusiness model.<br />
  46. 46. Agent Centric<br />Consumer<br />Agent<br />Broker<br />Are you adhering to an outdated business model?<br />
  47. 47. Consumer Centric<br />Broker<br />Agent<br />Consumer<br />The office becomes the agent’s “personal assistant.”<br />The office introduces its ancillary services.<br />
  48. 48. Personal Marketing<br />How many versions of your office are out there?<br />I am the greatest!<br />
  49. 49. Egos bigger than a house!<br />
  50. 50. “We’re just looking…”<br />How many versions of your office are out there?<br />
  51. 51. Crisis of Profitability<br />“You never go broke taking a profit.”<br /> ~William H. Rueter<br />“Marty, you have a math problem.”<br /> ~James M. Weichert<br />
  52. 52. Staying in business<br />For the past five years, staying in business has <br /> been our main priority.<br /> We’ve adapted.<br />
  53. 53. We’ve adapted.<br />
  54. 54. We’ve slashed and burned!<br />Office expenses at 2000 levels.<br />
  55. 55. We became salesmen again.<br />
  56. 56. Are you building an asset?<br />You can cut costs to achieve profitability.<br />But you can’t cut costs to achieve prosperity.<br />You must substantially increase revenues.<br />
  57. 57. Get back to GROWING!<br /><ul><li>Recruiting
  58. 58. Training/Coaching
  59. 59. More Company Leads
  60. 60. Manage every one until they buy or die!
  61. 61. Ancillary Services </li></li></ul><li>A business worth owning?<br /><ul><li>Profit is essential in creating value and wealth.
  62. 62. Profit is measured minus the broker’s personal sales.
  63. 63. Profit also considers the cost of managing the business.
  64. 64. Value of business is a multiple of the adjusted profit.</li></li></ul><li>Profit is not a four letter word.<br />Increase revenue<br /><ul><li>More agents
  65. 65. More leads
  66. 66. Higher productivity
  67. 67. Ancillary income</li></ul>Manage the middle line<br /><ul><li>Escalating splits
  68. 68. Rolling quarter averaging
  69. 69. Company vs. agent generated</li></ul>Contain expenses<br />
  70. 70. Crisis of Leadership<br />
  71. 71. More than managing…<br /><ul><li>More than managing
  72. 72. Knowing where you’re going
  73. 73. Getting them to follow
  74. 74. Unified thinking
  75. 75. Consistent but flexible
  76. 76. A fun place to be around!</li></ul>Few of us are born leaders. <br />The rest of us must learn leadership.<br />
  77. 77. Lots of Vitamin C…<br /><ul><li>Core Values
  78. 78. Competence
  79. 79. Collegiality
  80. 80. Connection
  81. 81. Coordination
  82. 82. Communication
  83. 83. Community
  84. 84. Collaboration</li></li></ul><li>Collaboration…<br />Advisory Groups<br />Front Line<br />Power groups<br />Quality meetings<br />
  85. 85. Collaborative Facilities<br />
  86. 86. Flying together as ONE…<br />UNIFIED THINKING<br />UNIFIED DIRECTION<br />
  87. 87. Which dinosaurs must go?<br />
  88. 88. Some have already left…<br />Wasteful advertising<br />Money draining branches<br />Excess space <br />Unnecessary management<br />
  89. 89. Recycling of agents<br />Fresh blood invigorates a stagnant sales force.<br />We must redefine “experience.” <br />A mix of genders, sexes and networks.<br />
  90. 90. The numbers game<br />
  91. 91. One size fits all…<br />Agents should profitably fit your business model… versus changing the model to fit them!<br />59<br />
  92. 92. Too many trophies…<br />Building a Solid Middle<br />“A” Agents – top producers<br />“B” Agents – solid citizens<br />“C” Agents –rebels<br />“D” Agents – rookies<br />
  93. 93. Split madness…<br /> Biggest hot buttons for productive agents:<br />LEADS<br />Company marketing <br />Coaching <br />Cool facilities<br />Bundled technology <br />61<br />
  94. 94. Regionalization…<br />WHY IT’S OCCURRED?<br />Consolidation of MLS’s.<br />During “run-up” market, due to lack of listing inventory.<br />In market downturn, desperation to go anywhere for sale.<br />Fewer sales facilities covering larger territories.<br />Photos on Internet.<br />
  95. 95. The next BATTLEGROUND will <br />shift from the internet<br /> back to the <br />point of sale.<br />
  96. 96. EVERY Point of Sale!<br />Meeting<br />Interviewing<br />Presenting<br />Qualifying<br />Open houses<br />Listings<br />Showing property<br />Area Tour<br />Presenting offers<br />Any interaction<br />
  97. 97. It’s show time!<br />CO-STARRING<br />YOU<br />YOUR TEAM<br />YOUR NETWORK<br />
  98. 98. Associate Interviews<br />50/50 meet at first listing or office.<br />Majority of take separate vehicles when showing properties. <br />No area tours in showing process.<br />Associates frustrated over volume of listings shown without sale.<br />Most refer customers to loan rep.<br />Most cover multiple counties.<br />
  99. 99. Findings…<br />Overall our Sales Associates are NOT:<br />Conducting a structured meeting with buyers.<br />Formally eliciting and recording their key wants, needs and priorities.<br />Methodically and systematically previewing every property in their market area.<br />Consistently using tools, materials and brochures to help differentiate them and build buyer loyalty.<br />Positioning the introduction to the GSM as the person who can discuss with them all the services they’re entitled to as a Weichert® customer. <br />
  100. 100. Findings…<br />They ARE:<br />Getting to know the buyers in the car or through the process of looking at houses.<br />Setting them up for auto e-mail distribution based on simple criteria such as # of Bedrooms, bathrooms, etc.<br />Showing them properties the buyers saw on the Internet versus selecting properties based on buyer needs and wants.<br />Allowing the buyers to drive the process versus the other way around. <br />
  101. 101. Some things are certain...<br />In the next ten years we will see more changes than in the past twenty.<br />Change occurs with us or without us.<br />
  102. 102. “When it comes to the future, there are three kinds of people: those who let it happen, those who make it happen, and those who wonder what happened.”<br />~ John M. Richardson<br />Tomorrow…<br />70<br />

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